As brands struggle with the increasing volume of content driving multi-channel campaigns, more than two-thirds (67%) of marketers are looking at artificial intelligence to improve how they manage their video assets.
This is according to an independent Censuswide survey of 200 decision makers from content development, planning and strategy, commissioned by Overcast HQ.
Research shows that over the past five years, video has skyrocketed from the least to the most used content format in marketing campaigns, with usage increasing 71% overall. More than half of respondents (55%) agree that video is better than images (30%) and text (14%) in their marketing campaigns.
This results in huge problems for 77% of brands as they can’t find their video content, resulting in expensive reshoots and wasted time.
Commenting on the findings, Philippe Brodeur, Founder and CEO of Overcast HQ, said: “It's clear that video management has not kept up with the sheer volume of content being created by modern brands. While this may feel like a major obstacle, we're at an exciting inflection point where we're realizing what the combination of AI and intelligent asset management solutions can do to overcome the biggest challenges facing brands around the world.”
However, there remain barriers to overcome if brands are looking to adopt AI solutions in the near future. These include lack of budget (41%), lack of understanding of the opportunities created by AI (37%), creative resistance (31%) and contractual positions with external agencies (31%).”
George Kilpatrick, CRO at Overcast HQ, added: “Companies are concerned that generative AI will raise security and copyright issues, which is why they're hesitant. But one thing is certain: human creativity is something no machine can beat. The big takeaway from this research is that there is an opportunity for AI to optimize video content management, ensuring all assets remain compliant and files are easily accessible to all parties involved in production.”
Overcast HQ works with brands such as Diageo, Vodafone and the Royal Opera House to manage their video content using a range of cloud solutions.
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